MAX to up marketing budget for IPL-3 by 20 pc for 2010; launches first phase of campaign

DLF Indian Premier League is back in India for the third season, after being held in South Africa in 2009. MAX, the exclusive broadcaster of the DLF IPL, on January 7, 2010, launched the first phase of the campaign for DLF IPL3. exchange4media caught up with Sneha Rajani, EVP & Business Head, MAX, to know more about the upcoming campaigns and what one can expect from IPL Season 3.

The first phase of the campaign is centred around ‘The Homecoming’ of IPL with an exclusive series of eight short films, which represent the captains of the eight IPL teams and highlights the theme ‘We missed you too’.

The first phase will be primarily aired on television, not just on the SET network channels, but on other networks as well, which includes news channels, music channels, kids’ channels and regional channels. This apart, the first phase of the campaign also includes cinemas across India and across digital media, including mobile. However, the campaigns on digital media would be only teaser campaigns.

Second phase of the campaign will be launched in February 2010, which will involve 360 degree communications, wherein digital media, too, will play a huge role in the communication mix. MAX has reportedly increased its marketing budget by around 20 per cent over that of 2009. While the creative agency of MSM is JWT, its media agency is OMD India. MSM has bagged the IPL broadcast rights for 10 years.

This apart, it is also learnt that for DLF IPL Season 3 MAX is looking at engaging consumers from mini metros and other smaller towns through numerous ATL and BTL activities across India.

In conversation with exchange4media, MAX’s Sneha Rajani said, “I am extremely happy that IPL is back to where it belongs. Most importantly, I believe, the 2010 edition of DLF IPL will be the biggest event that one can imagine. With IPL2 shifting to South Africa, there was tremendous disappointment in India, and while there was a strong buzz in South Africa about the event, there was a vacuum felt in the country and thus, the whole campaign of IPL Season 3 is aimed at capturing the mood that it was not just the fans, but the IPL teams, represented by their captains, too, had missed this nation.”

Rajani further said, “From the creative and strategic point of view, the hook we have got this time is capturing the emotion that was expressed by millions of people across India last year and reciprocating those feelings, saying that it was not just the people who had missed IPL2. What we will also do this season is go deeper and deeper into mini metros and smaller towns, which would be pan India. The focus would be on smaller towns this time rather than the metros. This year will also see a campaign from BCCI, which will be unleashed early next week. IPL teams will also come out with their marketing activities. Last year, it was only MAX as others had moved to South Africa, hence, there were no separate campaigns. All in all, I believe every medium will be taken over by IPL Season 3.”